Fundão, Embracing Place” is the new positioning of the Municipality of Fundão, with the purpose of stimulating attraction for people and businesses. We partnered with Fundão City to create a new brand capable of embracing ambitious goals: to represent the political project, achieve media projection, add value to satellite and partner organizations, and above all, involve the local community.

THE BEGINNING

Fundão is a Portuguese city and the seat of the Municipality of Fundão with about 26,000 inhabitants. It is a low population density area that has lost population and also accelerated demographic aging over the past decades. The region is mainly agricultural. The emblematic agricultural product is the cherry, which has established itself as a major brand ambassador. Recently, Fundão has moved into the Agrotech territory attracting individuals, startups, and investment. There is a desire to promote the territory, attract and retain talent, and families. Essentially, to create inclusive and sustainable communities. This means, in practice and from a branding perspective, to materialize a movement of the present moment and enhance its public perception.

THE JOURNEY

We started by affirming a name that is also the purpose.
Fundão, Embracing Place. This brand positioning genuinely expresses integration and support for migrants. A brand aimed at Migrants and Refugees, Local Community, Governmental and Non-Governmental Organizations, Media, and Society. We wanted to remind that Fundão is located amongst people, more than between mountains. We created the identity, designed and implemented the website. We went even further in storytelling and created an advertising film, six episodes in a hybrid promo-documental format that tell stories of people who choose Fundão.

The quality of life of the people of Fundão — whether native or newly arrived — is the main objective. Therefore, we developed a brand with humanitarian, collaborative, transparent, and ethical perception. The cultural diversity is a colorful mosaic, and it was with this metaphor that we defined the basis of our visual identity. A brand that demonstrates flexibility and logic. Organization and openness. A color palette rich in contrasts, differences, and a modular system that prepares the brand for expansion. At the same time, the brand is also applied to sub-brands, services, events, and content. The resulting brand is all about cultural roots and wings. With potentialities.

The people who make Fundão a Land of Welcome. Visionaries, leaders, entrepreneurs, supporters, independents, families. An empathetic and positive brand to live many years.